FARMINGDALE, N.Y. – Two bedding companies have inked a deal to expand a U.S. sleep brand into the United Kingdom.

Bedgear and Southampton, England-based luxury mattress brand Millbrook Beds have teamed up to take Bedgear’s performance sleep products into the United Kingdom. The two companies recently shared a showroom at this month’s Telford, United Kingdom-based NBF Bed Show to showcase Bedgear branded mattresses, mattress protectors, pillows, sheets, comforters and other bedding accessories.

“Bedgear’s Performance sleep solutions have been around for more than 10 years and are found in more than 4,000 global retail locations and enjoyed by 18 million consumers around the world,” said Eugene Alletto, CEO and founder of Bedgear. “Bedgear is excited to partner with Millbrook Beds to help us bring sleep solutions that focus on airflow, personalization, comfort and sustainability to the U.K. market, including retailers and consumers.”

“Millbrook Beds is known for its impeccably designed mattresses crafted with premium materials often native to the Hampshire region,” said Ross Thurston, operations director of Millbrook Beds. “Since Millbrook Beds and Bedgear believe in excellence and quality, our partnership will bring the next stage of performance breathable bedding to U.K. consumers who require an entire sleep solution that removes overheating in bed by allowing the body to naturally regulate its temperature and is personalized to their needs. U.K. bedding retailers also will gain Bedgear’s interactive in-store experiences.”

This marks the second time Millbrook has partnered with a U.S.-based sleep company. Last year, Millbrook signed a joint venture agreement with Bedding Industries of America.

At The Bed Show, the companies offered pillow and mattress fittings and a “retail theater” that showcased Bedgear’s philosophy of One Size Does Not Fit All, Bedgear trains retail sales associates to ask the in-store shoppers sleep preference questions to fit each individual based on their body type, sleep position and temperature preference.

I’m Sheila Long O’Mara, executive editor at Furniture Today. Throughout my 25-year career in the home furnishings industry, I have been an editor with a number of industry publications and spent a brief stint with a public relations agency where I worked with some of the industry’s leading bedding brands. I rejoined Furniture Today in December 2020 with a focus on bedding and sleep products. It’s a homecoming for me, as I was a writer and editor with Furniture Today from 1994 until 2002. I’m happy to be back and look forward to telling the important stories impacting bedding retailers and manufacturers.

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